QuestMobile 2025汽车消费市场洞察报告：年轻化、下沉化成消费新趋势，跨代际、区域迭代成车企营销突破口

Core Insights - The article highlights the robust growth of the automotive consumption market in China, particularly focusing on electric and smart vehicles, driven by favorable government policies and changing consumer demographics [2][8][9]. Group 1: Market Trends - As of March 2025, the monthly active users of smart automotive apps reached 86.27 million, with an average usage frequency of 47.5 times per user [2]. - The monthly active users of various new energy vehicles exceeded 30 million, with pure electric vehicles accounting for over 20 million [15][18]. - The trend of younger consumers purchasing cars is evident, with 48.2% of new app installations among users born in the 1990s and 2000s, reflecting a 4.7% year-on-year increase [3][40]. Group 2: Policy Impact - The continuation of government subsidies and tax exemptions for new energy vehicles in 2025 is expected to sustain consumer enthusiasm for car purchases [8][9]. - Policies promoting automotive consumption, such as trade-in programs and tax reductions, have been implemented, contributing to a strong market demand [9][12]. Group 3: Consumer Behavior - The automotive consumer base is increasingly younger, with significant growth in the number of users from third-tier cities, which now account for 46.6% of new app installations [3][45]. - There is a notable generational difference in purchasing preferences, with younger consumers favoring technology and trends, while older generations prioritize quality and practicality [43][45]. Group 4: Digital Transformation - The digitalization of automotive services is deepening, with 346 million monthly active users in automotive service apps, including significant numbers for services like traffic violation checks and car information [4][21]. - The importance of digital services in the automotive market is growing, despite a slowdown in user growth rates for service apps [21]. Group 5: Competitive Landscape - BYD dominates the market for vehicles priced below 200,000 yuan, while the segment above 200,000 yuan sees diverse competition from brands like Tesla and emerging players like Xiaomi and Xpeng [18]. - The automotive industry is experiencing structural changes, with a decline in traditional fuel-related app usage and a surge in demand for new energy charging platforms [49]. Group 6: Marketing Strategies - Automotive brands are shifting their advertising strategies towards vertical media and social platforms, focusing on technology rather than price competition [22][23]. - The rise of KOLs (Key Opinion Leaders) in new media platforms is enhancing brand visibility and consumer engagement [29].